Users are more engaged with content when it talks to them directly. You
talk to users directly by using second person, addressing the user as
you. Second person also promotes a friendly tone.

Use second person with the imperative mood (in which the subject you is
understood) and active voice to eliminate wordiness and confusion about who
or what initiates an action, especially in procedural steps.

Tip

All of the guidelines in this list, and most of the guidelines in the
style guide, use second person, imperative mood, and active voice.

Use second person to avoid the use of gender-specific, third-person pronouns
such as he, she, his, and hers. If you must use third person, use
the pronouns they and their, but ensure that the noun that the pronoun
refers to is plural.

Use first-person plural pronouns (we, our) judiciously. These pronouns
emphasize the writer or Rackspace rather than the user, so before you use
them, consider whether second person or imperative mood would be more "user
friendly." However, use we recommend rather than it's recommended or
Rackspace recommends. Also, you can use we in the place of Rackspace
if necessary.

Use the first-person singular pronoun I only in the question part of FAQs
and when authors of blogs or signed articles are describing their own
actions or opinions.

Avoid switching person (point of view) in the same document. Switching
person is acceptable, however, in blog posts that use first-person singular
but then switch to second person for instructional steps.

Use

Avoid

To create a server, specify a name, flavor, and image. (imperative)

To create a server, you specify a name, flavor, and image.

Creating a server involves specifying a name, flavor, and image.

To create a server, the user specifies and name, flavor, and image.

Click Yes to accept the license agreement.

The license agreement is accepted when the user clicks Yes.

We offer you a comprehensive portfolio of hosting options.

Rackspace offers a comprehensive portfolio of hosting options for the
enterprise buyer.